As society becomes more aware of the social and environmental impact of products and services, consumers are becoming more mindful of their purchases.

In this report, we deep-dive into three product categories—chocolate, coffee, and bath products—to demonstrate how and where sustainability sells. Our analysis focused on U.S. consumers’ purchasing behavior, using sales data from the food-drug store-mass merchandiser (FDMx) channel. There are many categories to choose from, but for this study we selected chocolate, coffee and bath products because they are sufficiently different from one another, and are among the most common fast-moving consumer goods (FMCG) purchases across consumer groups.

What did we find? Overall, sales of items with certain sustainability claims across all three categories grew faster than the total category.